Smart technologies and social media in business
Abstract
In the following article “Smart Technologies and Social Media in Business” is examined how rapid growth of everyday technologies during 21st century has changed user experiences, how business was forced to react and how would we could describe relationship of business and user nowadays. Theoretical and historical information is expanded with quantitative research with the purpose to look how previously mentioned changes influenced business. In these researches are used TOPSIS and EDAS method of evaluation, which showed that not only good financial indicators, but user engagement creates a successful environment for business. The results show that it is often assumed incorectly that the company with the highest turnover is well known and most effecient in creating corporate awareness. While assesing four multinational corporations we found that social media, rather than sales or advertising spend, was a decisive factor in corporate awareness. These results can be used as a basis for planning business investment in technology and marketing campaigns.
Article in Lithuanian.
Išmaniosios technologijos ir socialinė medija versle
Santrauka
Straipsnyje nagrinėjama, kaip spartus technologijų tobulėjimas pakeitė vartotojų patirtis, kokiais būdais privertė reaguoti verslą ir koks susiformavo vartotojų bei verslo tarpusavio ryšys. Teorinė ir istorinė informacija yra papildoma kiekybiniu tyrimu, kurio tikslas – įvertinti, kokią įtaką verslui turi minėti pokyčiai. Tyrimui panaudoti TOPSIS ir EDAS vertinimo metodai, kurie parodo, kad ne tik geri finansiniai rodikliai, bet ir vartotojų įsitraukimas į socialinę mediją lemia verslo sėkmę. Tyrimo rezultatai rodo, kad dažnai daroma prielaida, jog įmonė, turinti didžiausią apyvartą, yra gerai žinoma ir efektyviausiai pasiekia žinomumą, nėra teisinga. Įvertinus keturias daugiašales korporacijas nustatyta, kad socialinė medija, o ne apyvarta ar išlaidos reklamai yra lemiamas korporacijos žinomumo veiksnys. Šiais rezultatais gali būti remiamasi planuojant verslo investicijas į technologijas ir įvairias rinkodaros kampanijas.
Reikšminiai žodžiai: technologijos, socialinė medija, žinomumas, vartotojai, įsitraukimas, bendruomenė, sekėjų skaičius, finansiniai rodikliai.
Keyword : technologies, social media, knowledge, users, engagement, community, number of followers, financial indicators
This work is licensed under a Creative Commons Attribution 4.0 International License.
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